With so many tech options, understanding how brands can use technology in a way that humanizes the customer experience while not being afraid of “getting behind the curve” can be a delicate balance. How do you use it to grow and develop and be more knowledgeable in your space and serve your customers well both in-store and online? Road Runner Sports is a brand that is serious about navigating this balance. Listen now to hear Sean Peterson share how their in-store experience is paving the way for a better online experience for their customers as well.In the Customers’ Shoes{00:04:20} Road Runner has a very high-touch, tech-forward in-store experience, and they customize shoe insoles, for example, helping the customer get exactly what they need in a shoe{00:05:22} Road Runner is taking a brick-and-mortar first approach to technology, which is actually going to dictate how they will do things online{00:20:13} We can buy more and more and more technology today than ever before that can solve all these problems, but it comes down to a lot of intuition and understanding of the customer journey and the people that make sense of that.{00:09:21} Computer learning is shaping the future of search{00:12:57} It’s important to both provide customers with what you’ve learned they want and like but also help them explore new potential options in a way that makes them feel known as a customer{00:24:41} How will brands take advantage of this future out how to inform the algorithm what their differentiators are because people are already using ChatGPT to discover their next pair of shoes or their next purchase?Associated Links:Learn more about Sean Peterson and Road Runner Sports.Have you checked out our YouTube channel yet?Get your copy of Archetypes, our newly published 240-page journal! Check it out at ArchetypesJournal.comSubscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world! Listen to our other episodes of Future CommerceHave any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!